eDigital Research: Marks and Spencer Top mCommerce League as Customer Satisfaction with Their Mobile Site Increases

Multichannel retailer Marks and Spencer has topped the overall league table in the second ever mCommerce benchmark study, providing consumers with a functional yet stylish mobile site to compliment their online offering.

The study, undertaken by eDigitalResearch, assessed the shopping process on both optimised and non-optimised sites, looking at first impressions through to product delivery. Results show that general customer satisfaction with the end to end mobile journey is starting to increase as retailers invest heavily in the channel. However, mComemrce still has a considerable way to go to rival more established online platforms.

Derek Eccleston, Research Director at eDigitalResearch, explains, “With the popularity of smart devices set to continue growing, more and more retailers are now developing mCommerce sites to facilitate shopping on the move.

As we continue to witness a MEcommerce revolution, where people are now able to dictate to retailers how, where and when they shop, it is essential that browsing and shopping via a smart device is quick and simple, yet provides the same functionality and design as a retailers standard website accessed via a PC”.

Marks and Spencer offer mobile consumers a practical mCommerce site, gaining an overall score of 88.8%, improving on their second place 86.8% in the initial study back in September 2010. Their keyword search allows users to refine and filter results quickly and easily, whilst their product pages offer a condensed and compacted version of the standard web pages.

Feedback conclusively shows whilst shoppers prefer the usability of a mobile optimsied site, they still favour the design, style and appeal of a standard website. First impressions was the worst performing section with an average score of 76%, highlighting the continued investment and development needed from retailers in order to match their online counterparts.

Derek continues, “It is encouraging that after our first study retailers are already learning from recent mistakes, adapting their mobile strategies in order to meet the expectations of mobile savvy shoppers. However, it is essential that as smart device ownership continues to increase, brands continue to invest in the platform in order to encourage purchases and increase brand advocacy”.

Worryingly, some retailers, such as Waitrose, are confusing and complicating the mobile journey and limiting shoppers to certain product ranges, despite developing an mCommerce site.

The results highlight that retailers need to be offering consumers a seamless journey across all channels, including mobile platforms. Comments conclusively show that shoppers expect the same experience that they are accustom to online and on the high street.

To download the latest report, visit our website: https://ecustomeropinions.com/survey/survey.php?sid=340113959

For further information, contact Lisa Bonczyk on 01489 772920, or email: lisa.b@edigitalresearch.com

Notes to editors 
Methodology:

• An eMysteryShopper survey was conducted to compare the customer journey of 15 UK web enabled mobile retail websites online via a smart device. The fieldwork was carried out using the eMysteryShopper Panel of internet users during December 2010 and January 2011. The benchmark measures included:

o    First Impressions (Homepage) 
o    Search – Navigation and Keyword 
o    Items Found (Product Pages) 
o    Shopping Basket 
o    Purchase 
o    Registration / Login 
o    Delivery 
o    Returns / Refunds

About eMysteryShopper:

• eDigitalResearch has been undertaking ‘end to end’ eMysteryShopper surveys on the top UK Internet retail sites since Christmas 2000.
• With its in-depth research it can benchmark and plot the development of retail websites over the last ten years.
• As a result it has an unprecedented level of knowledge, expertise and research data covering the development of some of the top UK internet retail sites.
• eMysteryShopper (eMS) provides in-depth and structured study of website usability, functionality, supporting logistics and customer service through our unique panel of profiled UK Internet users. Working under strict Non Disclosure Agreements these profiled individuals are paid to complete ‘end to end’ surveys on selected websites.
• eDigitalResearch currently works with over 10,000 profiled UK eMysteryShoppers (surveyors) carrying out end to end usability studies on over 55 sites at any one time. Surveyors all complete strict assessment criteria and operate under stringent quality control and ongoing survey moderation.
• eDigitalResearch has the largest ‘norms’ database across the retail sector and is able to offer clients and the market a unique view of what ecommerce shoppers are looking for from an eRetail site.

About eDigitalResearch: 
eDigitalResearch is a leading provider of digital market research, enabling customers to make critical business decisions with the benefit of comprehensive consumer insight and informed direction. eDigitalResearch possesses a unique combination of research expertise, marketing background, web technology and knowledge of the cross-channel consumer. As well as providing invaluable research data, the modules of our fully integrated research system - ratings, surveys, panels, communities and forums - can combine to provide holistic analytics and essential market-leading insight. This gives our clients the power, confidence and backup to make crucial decisions on key aspects of their business including product range, marketing, customer service, supply chain, even basic positioning. http://www.edigitalresearch.com

Lisa Bonczyk
eDigital Research
01489 772920
Email